Content Marketing KPIs in 2016
Web Content Marketing in 2017 and KIPs
Key Performance Indicators and web content marketing can be quite effective if you have a website that includes “SEO” or web optimization. Content marketing is sort of like building a house. You start with a good foundation. This means you have a foundation to start tracking and can also track the performance of your ad spending. In the old days of marketing, measuring the success of a brand’s or a product’s advertisement (print, phone books, radio, TV, billboard) is through the number of SKU’s (store keeping units) sold or the total amount of sales generated. TV advertising counted the number of viewership a TV program has, based on a survey, to measure it effectively.
There is a modern way of measuring how effective content marketing is in the advent of the internet. Luckily, modern marketers have very effective tools to measure such in the likes of Google Analytics, Omniture, and other systems developed by company computer programmers. Yes. There are tools, but what are you trying to measure?
Before you start your marketing plan, first set goals to define the success of your program and set the metrics or the Key performance Indicators (KPI’s) that will measure such success. Your general content marketing goals might include: to build or increase brand or product awareness, to create brand loyalty, to attract new customers, to convert new leads and nurture these leads, to educate and inform new prospects, to boost sales and create repeat business, to increase web traffic, etc…. Whatever your content marketing goals may be, these are entirely different from the KPI’s you need to establish to measure the effectiveness of your content marketing campaign.
There are three (3) areas of the web marketing campaign you should measure and the metrics under these areas that you have to consider are the following:
1. Marketing Campaign Reach. This is to measure how many actual people your content has reached. Unlike the TV viewership reach surveys, this metric will give you actual numbers.
a. Unique Visits – is a basic measuring standard to know how many people actually viewed your content. This metric will also measure the number of views per day, per week, per month, depending on the information you will need. Other terms for this metric could be Number of page/post views, video views, “likes,” document views, email views/opens, click-through (or pay-per-click).
b. Geography – this information is equally important for you to understand who consumes your content. The country, state, region, which has high viewership will let you know the ethnicity, religion, etc…, of your audience and help you better understand your market and create more effective marketing content in the future. This will also inform you where to allocate your other marketing budget or efforts.
c. Demographics – there are tools that will measure the specific age, gender, income, etc…, of your audience which would be helpful also in your future content marketing programs.
d. Mobile Reach – with the popularity of smartphones, consumption of content through mobile has increased and this is one measure as to what kind of audience you have reached, more of mobile users or more of PC users?
2. Engagement. This is measuring the reaction of your audience after they have consumed your content. The “REACH” metric measured the number of individuals who read your content, “ENGAGEMENT,” on the other hand measures the “sentiment” the “reached” individuals have on your content. The following are common measures of engagement:
a. Time Spent – analytical tools can measure the duration an individual spent on your content. It can also measure if the individual immediately closed your content after opening it – that’s called a “bounce rate percentage.” Measuring both the time spent and bounce rate percentage will indicate how engaged the traffic is to your content.
b. Click patterns/Heat maps – One tool called “Crazy Egg” will allow you to create a “heat map” that will show what pages or sections of your content are getting the most views. Pay-per-click ads of Google are one great measure of click patterns.
c. Comments – customer feedbacks, comments, reviews, mentions, is still another way to measure engagement.
d. Shares – is a popular way of saying an individual agrees with your content, that it is helpful and they would want to share such content with their friends because they believe this content would be useful to their friends too.
3. Call to action. This area here includes the conversion metrics. Your content should convert into sales leads or opportunities and below are the common call-to-action or conversion rate metrics:
a. Form Fill-ups/downloads
b. Blog Subscriptions
e. E-mail Subscriptions
Use these KPI’s intuitively and keep track of your progress and adapt to changes based on the information you have gathered. Ultimately, your final goal is to increase sales that would mean more money for your company. Contact Suite 171 to get up-to-date on mobile website design, SEO, and PPC.